Our Story
The journey began in 1985.
Founders, Pete and Dot, started the original watersports business and built a respected reputation within the UK watersports community. Their passion for the water, customer service, and community involvement created the foundation on which everything else has been built.
Growing up within that world, Gary worked in the business from a young age, learning every part of the industry — from product knowledge and customer care to brand development and trade support. In 2016, Gary took over full management, marking the next evolution of the company and giving rise to FC UP Sports as it exists today. Since then, alongside Emma, the business has expanded into a multi-brand retail and consultancy organisation with both B2C and B2B reach.
A Talent for Spotting and Supporting Great Brands
FC UP Sports has developed a reputation for identifying and supporting like-minded brands with genuine potential.
We work with companies that share our passion for quality, innovation, and the spirit of watersports. This ability has helped us form long-standing relationships with global names in the SUP world and beyond.
As we move into 2026, the timing feels right to evolve once again. The FC UP Sports Store is expanding into a curated destination for watersports equipment, apparel, and accessories — a place where customers can discover not only excellent paddleboards, but a wider range of products selected for performance, value, and ethos.
FC UP Sports is now much more than just paddleboards — it’s a home for the brands and products we believe in.
Our Role in Global SUP Brands
Gladiator Paddleboards
Gladiator is a global SUP brand recognised for performance, R&D innovation and outstanding value. FC UP Sports provides high-level consultancy to Gladiator, contributing expertise in product direction, market development, and technical refinement.
Shark SUPs
Shark SUPs is an international brand focused on sustainability, durability and advanced manufacturing processes. Gary and Emma work directly with the brand’s leadership team, offering strategic consultancy and actively helping manage the Shark SUPs brand at a global level.
Our Retail & Brand Platforms
B2C – Supporting Riders
We help customers make confident choices with expert advice, transparent specifications, robust warranties and UK-based aftercare. Our vision for 2026 and beyond is a curated, multi-brand store reflecting the best of watersports – from boards and paddles to accessories, apparel and performance kit.
B2B – Supporting Retailers & Distributors
- Wholesale supply across key SUP & watersports brands
- Reliable, fast UK fulfilment
- Brand training and technical support
- Marketing assets and product imagery
- Consultancy shaped by real brand-level experience
- Our deep involvement in global brand development gives our partners unique insight and practical support, helping retailers grow confidently and strategically.
Sustainability & Innovation
We collaborate with partners who prioritise responsible production, long-lasting materials and thoughtful design. Through close partnerships with brands such as Shark SUPs and Gladiator, we help guide product decisions that reduce waste and improve performance.
Our Promise - FC UP Sports stands for:
Expertise built from real industry experience
A portfolio of trusted, like-minded global brands
A commitment to the sports community — from beginners to professionals
